Strategic marketing increases enrollment for community college

Recruiting students in a competitive environment requires strategy and investment. We helped Lake Land College develop a communication plan built on comprehensive research and data.

Challenge

Competition among higher education institutions has increased due to a smaller pool of students and increasing concerns about the return on investment for a college education.

Lake Land College had recently implemented a new brand identity and was seeking a partner to evaluate current marketing initiatives and develop a comprehensive marketing and communications plan.

Services:

Competitive analysis Stakeholder interviews Habits & practices research Marketing plan & communications strategy Measurement & analytics plan development

Recruiting students in a competitive environment requires strategy and investment. We helped Lake Land College develop a communication plan built on comprehensive research and data.

Services:

Competitive analysis Stakeholder interviews Habits & practices research Marketing plan & communications strategy Measurement & analytics plan development

Challenge

Competition among higher education institutions has increased due to a smaller pool of students and increasing concerns about the return on investment for a college education.

Lake Land College had recently implemented a new brand identity and was seeking a partner to evaluate current marketing initiatives and develop a comprehensive marketing and communications plan.

Strategy

We started our work analyzing existing research and reviewing the college’s current campaign and marketing plans. Equipped with this data and insights, we conducted an in-depth competitive analysis, habits and practices research and stakeholder interviews.

We leveraged our research and analysis to develop a strategy that served as the foundation for a five-year marketing framework and comprehensive one-year marketing plan as well as a detailed communications plan. Included were audience personas and journey maps, along with identified media and platforms that would be most effective in driving inquiry and enrollment for the College.

 

Results

Our strategic plans proved to be instrumental for Lake Land as they implemented their recruitment marketing. Targeting each audience with separate, distinct messaging while using the best platforms suited for each, has helped boost Lake Land’s brand awareness and increase the school’s inquiries and enrollment.

 

Need a recruiting strategy like Lake Land? Let’s talk!